Consumer behavior at the Slovak dairy market

Abstract

The marketing concept in the Slovak dairy industry used to be production focused and the only task was to produce cheap bulk commodities. Nowadays, markets become more and more segmented. The number of foreign and domestic competitors has increased enormously. This new market approach requires: improved product quality; sales management with good customer relations; and an effective marketing information system to collect data about customer needs and competition. The consumers represent the last but the most important component within the food chain. Therefore, they deserve a special attention. The study of consumers helps firms and organizations to improve their marketing strategies by understanding issues such as consumers' attitudes and consumers' shopping behaviour. With this knowledge, marketers are able to adapt and improve their marketing campaigns and marketing strategies in order to reach the consumers' needs in the most appropriate way. This paper presents the results of a 2003 survey of consumers (n=207) of milk and milk products in Slovakia. The role of marketing in the future of the Slovak dairy industry is examined around two main topics: market segmentation and price differentiation.